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Ask Not What Your Brand Can Do for You…

Ask Not What Your Brand Can Do for You…

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Ask not what your brand can do for you, but instead consider what you can do for your branding. Think about what you can do to enhance, nurture and support your brand — because simply kicking it from the nest on a wing and a prayer will not be enough to make it fly.
Ask not what your brand can do for you, but instead consider what you can do for your branding. Think about what you can do to enhance, nurture and support your brand — because simply kicking it from the nest on a wing and a prayer will not be enough to make it fly.

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Published by: Traci Hayner Vanover on Jan 21, 2011
Copyright:Attribution Non-commercial No-derivs

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05/12/2014

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Because a brand, by itself, has little value.No, I haven’t completely lost my mind. And yes, I am still, and will forever be ahuge proponent of branding, and it’s significance to the success of your business.Despite that, I repeat…a brand, by itself, has little value.Case in Point – Conduct a quick scan the pages of the US Patent and Trademark Office on-line directory, and you’ll soon discover there is no shortage of “dead” brands lining the pages. Most were well-intentioned ideas — and in many cases, they were even backed with complete marketing plans and big budgets. Yet despite these advantages, they wound up in the dead brands column.And the last thing I want is for you to join them there.With that in mind, ask not what your brand can do for you, but instead considerwhat you can do for your branding. Think about what you can do to enhance, nurture and support your brand — because simply kicking it from the nest on a wing anda prayer will not be enough to make it fly.Be Consistent - There is an old marketing adage that states a prospect must seeor hear your pitch on the average of seven times before making a purchase. Considering how many more of these messages the average person is greeted with on television, on the radio, on their phones and on the Internet today, that number islikely even higher. Knowing this, consistency should play a key role in your marketing strategy. The consistent use of color, fonts, imagery and visual style reinforces your brand to both prospects and customers, even on a subliminal level. Research has proven that an incredible 60% of a consumer’s first impression is derived directly from color.Be Creative & Memorable – This goes hand-in-hand with consistency. When you are selecting your logo and tagline, take the extra time to create an overall image that will resonate and remain with your customer. Things such as commercial jingles, newsletter mailings, vanity phone numbers and easy-to-recall URLs provide reinforcement to help keep you “top of mind” with prospects and customers.Creativity should also be infused into publicity efforts. A bridal shop that wants to create headlines might consider hosting an “Ugliest Bridesmaid Dress” competition, or a ceremonial burning of the first-time bride gowns for gals who are headed down the aisle a second time. Unconventional promotions make for great human-interest stories — never underestimate the power of marketing outside the box.Be Engaged – Social media has made this easier than ever before. Take advantage ofthe social networks, and leverage them to create genuine connections with yourprospects and customers. That doesn’t mean jumping on Twitter and tweeting, “buy from me, buy from me, buy from me.” Instead, get involved in conversations, develop connections, and show folks that there is more to you (and more to your brand) than just a sales page. Have some fun with it, for crying out loud. Be authentic,and show your personality. Develop the Know-Like-Trust factor, and the sales will follow.Be Generous - You have a great big brain full of information. Share it! There are many ways that you can do this — blog posts, articles, white papers, short videotutorials, audios, and webinars, just to name a few. Internet users are seekingcontent; be generous in sharing what you know, and you’ll be building your reputation (and a following) as well. And another thing — think in terms of multiple-modalities. If you’ve written a killer blog post, by all means share it on the socialnetworks, and sites like Scribd. But give that content extra staying power by heading over to Cinchcast, where you can record an audio of your post to appeal to readers who prefer to consume content via audio. If you really want to go craz

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